FSI Report: Feb. 1, 2004

Nestle this week gains circular support with its periodic "Good Food, Good Life" FSI event and a "Backyard Makeover" sweeps for its Purina division. Nine pages (including the cover in top markets) of coupons in the Feb. 1 Valassis insert highlight Stouffers, Juicy Juice, Nesquik and Turtles, among other brands. Retailers including Walgreens, ShopRite and Stop & Shop dedicate prominent feature space to Nestle in this week's circulars. An additional 5.5 pages plays up Purina's "Backyard Makeover" sweeps and pet food brands including Tidy Cat, Fancy Feast, Alpo and Friskies. One grand-prize winner will receive $25,000 to create a perfect backyard for their family and pets. Secondary prizes include barbeque pit/smokers and one-year supplies of Purina pet food. Consumers can enter at Purina.com through May 1. In-store displays support. The sweeps is highlighted in this week's circulars at Carlisle, PA-based Giant Food and Meijer (the latter of which also accepted shelf signs with entry tearpads).In other FSI-supported campaigns breaking this week: Colgate-Palmolive runs an 8.5-page event highlighting its support of the nonprofit Starlight Children's Foundation. Featured brands include Lady Speed Stick, Softsoap, Irish Spring and Colgate. Co-equity overlays with retailers including Pathmark support, and the campaign is featured in this week's Meijer and Osco circulars.Unilever's Suave is hosting a contest to find "America's Smartest Shopper." The grand-prize winner scores $20,000 and an appearance on The Style Network's The Look for Less. ABC's The View's Elizabeth Hasselbeck hosts the style show and appears in the full-page FSI. To enter, consumers can visit suave.com and submit a "smart shopping story" in 250 words or less by March 31. Four finalists win $500 and compete in a "shop-off" that will be broadcast on The Look for Less. Kellogg Co. plugs its "Bendin' Friends" premium offer with a full-page FSI. Posable figures of Walt Disney characters are placed in select boxes of cereal, including Frosted Flakes, Rice Krispies and Froot Loops. Account-specific offers from Meijer and Giant Eagle support. (See Related Stories.) General Mills graces the cover of News America Marketing's SmartSource FSI to plug the annual Pillsbury Bake-Off. Inside, an additional four pages play up the contest and feature recipes. (See Related Stories.) Procter & Gamble's Iams brand offers a money-back guarantee to consumers who purchase Iams products and don't see signs of a healthier pet within four weeks. (See Related Stories for recent Iams campaigns.) Aurora Foods' Duncan Hines plugs its NASCAR-themed recipe contest with a half-page FSI. (See Related Stories.) Perfetti Van Melle's Mentos brand introduces NewCharge gum with a buy-one-get-one-free offer for the new brand, as well as for original Mentos candies and Breathmakers gum. McNeil Consumer & Specialty Pharmaceuticals' Tylenol Cold extension teams with Kimberly-Clark's Kleenex for a full-page FSI offering a $1.50 mail-in rebate with the purchase of three Kleenex products and one Tylenol SKU. Elsewhere, McNeil's St. Joseph brand hosts a mail-in offer for Casey Kasem Presents America's Top 10 CDs. The full-page FSI also directs consumers to watch ABC's Good Morning America this week for heart-healthy tips. The J.M. Smucker Co. continues to advertise its sponsorship of Stars on Ice with a sweepstakes awarding a visit from the tour's professional figure skaters and $5,000 for the winner's school. (See "FSI Report: Dec. 15, 2003" in Related Stories.)

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